Creating High-Converting Landing Pages That Convert

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June 6, 2024

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Creating High-Converting Landing Pages That Convert

Creating High-Converting Landing Pages That Convert

Ah, landing pages – the holy grail of digital marketing. You know the ones I’m talking about. Those beautifully designed, meticulously crafted pages that feel like they were plucked straight from a designer’s fever dream. But let’s be real, my fellow marketers – looking good is only half the battle.

You see, here at MCR SEO, we know that the true measure of a landing page’s worth isn’t in its aesthetics, but in its ability to convert. And let me tell you, we’ve seen our fair share of pages that could give the Sistine Chapel a run for its money, yet can’t buy a conversion to save their lives.

So, what’s the secret? What separates the high-converting landing page heroes from the also-rans? Well, my friends, it’s time to let you in on a little industry insider knowledge.

The Anatomy of a High-Converting Landing Page

First and foremost, let’s talk about video. According to the gurus over at Unbounce, including video on your landing page can increase conversions by a whopping 80%. I know, I know – it sounds too good to be true. But trust me, there’s something about that moving picture magic that really resonates with visitors.

Take Promo, for example. They went all-in on video, using it everywhere from the header to the explainer sections. And you know what? It worked like a charm. As Yael Miriam Klass, their Content Lead, put it, “No landing page can make an impact without direct text and an eye-popping CTA button on the first fold.” Promo nailed that, and then topped it all off with a healthy serving of social proof.

But video isn’t the only trick up our sleeve. Sometimes, less really is more. Just ask the folks at edX, who realized that shorter, more focused copy outperformed their longer, more information-heavy counterparts. As their Senior Growth Marketer, Josh Grossman, so eloquently put it, “Either you want to learn Python, or you don’t.”

And speaking of focus, let’s talk about keeping things simple. Insurance can be a complex beast, but Simply Business managed to tame it with a landing page that makes the whole process feel like a breeze. By immediately addressing common concerns and breaking down the signup steps, they’ve created an experience that’s, well, simply seamless.

The Power of Consistency

Now, we all know that humans are fickle creatures – easily distracted, easily confused, and just generally bad at, you know, being human. That’s why conversion scent is so darn important.

As Chin Tan, the Communication Design Lead at Later, explained, “We maintained conversion scent throughout the campaign. The offer matches what’s in the ad, in the email, in the creative before the landing page, and after the page as well.” That kind of consistency is key to keeping those wandering eyes glued to the prize.

And let’s not forget about mobile. In a world where more than half of our web traffic is coming from smartphones, building a landing page that’s optimized for the small screen is no longer a nice-to-have – it’s a must-have. Just ask the folks at WITHIN and Twillory, who are taking a “mobile-first” approach to their landing page design.

The Importance of Clarity

But high-converting landing pages aren’t just about looks and technical prowess. They’re also all about clarity. As Chris Wood, the Senior UX Designer at TyresOnTheDrive, told us, “We’re finding that more benefit-oriented messaging seems to convert better than pushing offers and promotions.”

And it’s not just about your value proposition – it’s also about making it crystal clear what you want your visitors to do. Enter the landing page for ooba, designed by the geniuses at Signpost. With a form positioned front and center, topped off by a contrasting-colored CTA button, there’s no mistaking the action you’re supposed to take.

The Element of Surprise (and FOMO)

Of course, sometimes, the key to success is a little bit of surprise and a whole lot of FOMO. Take the landing page for Investing Shortcuts, for example. By tapping into the fear of missing out on Bitcoin’s meteoric rise, Strikepoint Media managed to create a page that was equal parts enticing and, well, a little bit terrifying.

But fear-based tactics aren’t the only way to harness the power of emotion. Just look at the landing page from MyTutor, which leveraged the personal and significant moment of exam results day to create a truly resonant experience for its target audience.

The Importance of Testing (and Persistence)

At the end of the day, though, there’s no one-size-fits-all formula for building a high-converting landing page. As Rianna Riddle, the Growth Marketing Director at FilterEasy, so eloquently put it, “Honestly, we’re still constantly testing to figure out what’s so great about this landing page.”

The truth is, the only way to really know what works is to keep experimenting, keep testing, and keep refining. And you know what they say – if at first you don’t convert, try, try again. (Okay, maybe they don’t actually say that, but you get the idea.)

So there you have it, folks – the secrets to creating landing pages that truly convert. From video to simplicity, consistency to clarity, and a little dash of surprise, these are the ingredients that separate the wheat from the chaff.

Now, go forth and conquer those conversion rates, my fellow marketers. And remember, if you ever need a little extra help, you know where to find us at MCR SEO. We’re always happy to lend a hand (or a few thousand tokens) when it comes to crafting the perfect high-converting landing page.

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